Jurnal Dinamika Administrasi Bisnis
Vol 4 No 1 (2018): Jurnal "Dinamika Administrasi Bisnis"

ANALISIS PENGARUH ADVERTISING DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN

Aini, Nike Nur (Unknown)
Mulyati, Awin (Unknown)
Maruta, IGN Anom (Unknown)

Article Info

Publish Date
15 Mar 2019

Abstract

In this study the authors conducted research on the influence of Advertising and Personal Selling on Purchase Decision. The method used is multiple linear regression. The population in this study are consumers who use Wardah cosmetic products. The number of samples used in this study as many as 100 respondents taken from consumer cosmetics Wardah in Transmart Rungkut accidental sampling.The results showed that Advertising has a positive and significant effect on purchasing decisions partially accepted. Personal Selling has a positive and significant impact on purchasing decisions. Advertising and Personal Selling together positively and positively influence Wardah's cosmetic purchase decision. The most dominating factor in purchasing decisions is Advertising.Keywords: Advertising, personal selling, and purchasing decisions

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Journal Info
Jurnal Dinamika Administrasi Bisnis
Website

Abbrev

adbis

Publisher

Universitas 17 Agustus 1945 Surabaya

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

Jurnal Dinamika Administrasi Bisnis is a peer-reviewed journal, published by Business Administration Department of Faculty of Social Politic Universitas 17 Agustus 1945 Surabaya. Dinamika Administrasi Bisnis Journal is a journal dedicated to publishing research dan conceptual article in areas of ...